Each year, Roy Morgan’s Young Australian survey asks children what they would like from Santa, to ensure retailers are stocking the right products.
This year is all about brands and electronics, says the Australian Retailers Association executive director, Russell Zimmerman.
Nearly 70 per cent of children voted the Apple iPad as the best gift they could receive this Christmas, followed by 54 per cent thinking the iPhone would be a great stocking stuffer.
“Year on year we see ‘cool’ products come and go, however, the brand remains the same, and this research shows that Apple is still number one and two on the kids Christmas wish list,” says Zimmerman.
Girls found the Apple products slightly more desirable than boys, whereas more boys reported thinking computers (including laptops and tablets) are ‘really cool’.
“It’s not surprising that digital devices would be well received as we have seen electronic sales figures increase year on year,” says Zimmerman.
“With children’s gifts set to account for a big slice of Christmas sales this year, it will pay dividends for Australian retailers to take note of the kids’ Christmas wish lists.”
Brand merchandise is also very popular, with kids wanting The Simpsons, Nike, Star Wars and Harry Potter products. Lego, Nerf Guns and PlayStation 4 items were also rated as cool Christmas gifts by 35 to 40 per cent of Australian children.
By Ruth Cooper
